Square Roots Debuts New Brand Identity; Tobias Peggs and Mariana Gorn Comment
NEW YORK, NY - Square Roots, an indoor farming company, recently unveiled a new brand identity, featuring new product packaging, logo, and visual tone to amplify its mission.
“Consumers everywhere are increasingly demanding fresh, locally grown food at their grocery store,” said Tobias Peggs, Co-Founder and Chief Executive Officer. “Our new brand identity clearly emphasizes that Square Roots meets those needs. We are all about increasing the availability of local, fresh greens that our farmers grow with love.”
Square Roots’ new logo, a press release explained, aims to balance technical precision of the company’s smart-farm platform with organic forms of the food it grows. The company also wanted to emphasize through imagery its core values of authenticity and transparency.
The new brand system was collaborated on with independent strategy and design company COLLINS.
“To tell the full Square Roots story, we needed an ownable design with high appetite appeal,” said Mariana Gorn, Design Director at Square Roots. “Every visual aspect—from our logo, packaging, color palette, photography, and more—needed to reflect the vitality of our produce and the care with which we grow. The result is a refreshed brand system that celebrates how Square Roots bridges technology and nature to grow and deliver delicious, local food, responsibly, all year round.”
The new packaging features a vertical label orientation and serves as a nod to Square Roots’ beginnings in vertical farming. The thinner label format showcases more of the company’s product with a clear, bold type designed to stand out on the shelf. The company’s produce is 100 percent traceable with a scannable QR code on every package, allowing consumers to see how, where, and who grew their greens.
In addition to its new branding, Square Roots debuted new salad mixes and expanded herb offerings to meet growing demand. This includes its new Spring Mix and Super Mix, and herbs such as basil, cilantro, dill, and parsley.
Big things ahead for this indoor farming operation!
